Mercury Media, the largest privately-owned, full service direct response media agency in the country, has been named AOR by eDiets.com. The agency is responsible for all aspects of DR television buying for the leading online provider of personalized nutrition, fitness and weight-loss programs, including strategic planning, buying, results tracking and optimization.
eDiets.com began testing multiple creative executions of their new television campaign with Mercury Media in November, ultimately choosing to feature a free week of its award-winning, fresh-prepared diet meal delivery service, one of the more than 20 popular diet plans sold on its website. The new campaign, a hybrid of branding and direct response tactics, aims to cut through the clutter in the diet category by driving new customers to eDiets.com with a compelling offer, while also improving brand recognition among eDiets’ target audience. The company will target these women through a series of strategic television and online media buys across national media markets. New television spots will air on high-profile networks like Hallmark Movie, MSNBC and Discovery Health, which have emerged as high performers for the diet and fitness category.
RBR-TVBR observation: We are now seeing multiple cable nets running nothing but DR and self-promotional tune-in ads in entire blocks of programming. Nick at Nite is one good example, at least on weekends. The DR category has exploded in the wake of this shaky economy. “But wait, there’s more!”